The Concept of a Brand in One's MindThursday October 20, 11:45

H

ow our brains processes a brand carries important lessons for marketers. A brand’s visual identity - its logo, colors and fonts - can be analyzed and understood by the human brain in less than half a second. Research on these concepts has improved the last decades. And has important consequences for our
understanding of close consumer–brand
relationships for various consumer behaviors, such as loyalty
and positive word-of-mouth.

In this talk, Roeland Dietvorst will reveal new insights on the concept of a brand in a shopper's brain. And will share tips and ideas to remain a steady brand, without becoming outdated.

Audience take-aways:

A better understanding of how the brain processes and interpret a brand